Many Social TV players hyped their Super Bowl apps and tie-ins, but Shazam and Getglue seems to have grabbed most of the market share. About half of the Super Bowl advertisers gave Shazam bonus content such as videos and sweepstakes to reward those who tagged the ads from Shazam's app. Interscope and Bud Light also sent out bonus halftime-show content, and game stats and social features ran throughout the game.

From Reuters:

Shazam announced Thursday that the entire
Super Bowl, the halftime show and almost half of the advertisements
during the game can be tagged using its app, making this the first
“Shazamable Super Bowl.’

If any of the more than 100 million people
who'll tune into the game use the app to tag a play or an ad, they can
access live statistics, unlock new immersive advertising experiences
or qualify for sweepstakes. Its advertising partners will include heavyweights Pepsi, Disney and Anheuser-Busch.

Shazam, which boasts a user base of more
than 175 million people worldwide, has chosen the year’s biggest TV
event as a launching point for its growing “Shazam for TV” business.
The message to networks and advertisers everywhere is clear: Shazam
makes TV better.

One of Shazam's most natural competitors, IntoNow by Yahoo, is not going to be shut out of the big-win category.

"Yahoo! expects the Super Bowl to be the biggest event ever for IntoNow's second-screen experience," said a spokesperson, "which includes integrated Twitter, commenting, related news, and StatTracker for easy viewing of team/player stats during the game."

IntoNow was also embedded in last night's NFL Honors broadcast on NBC, giving fans behind-the-scenes access. But the big coup for Yahoo is also an ad integration.

"When the Pepsi MAX ad airs during the game," the spokesperson said. "IntoNow will synchronize with your TV, unlocking your entry into the Pepsi MAX for Life sweepstakes."

Here’s the plan: Once you’ve connected the iOS app (Android is coming soon) to your cable, satellite or over-air provider, then watching anything, anytime, will gain you chances for Viggle points. Checking-in with advertisers gains you more. As the points accumulate, you head to the featured awards section, which reminded me of the arcade toy case — if the arcade toy case would have ever been awesome. Forget plush toys, Viggle has lined up rewards from Gap, Apple, Amazon, CVS, Papa Johns, Fandango. It goes on.

The value-added content in Viggle is simple but smart — a discovery guide and links to social networks, but also to Wikipedia, iTunes, Amazon and Bing. Stephenson doesn’t see Viggle competing in the current social television space.

“We just launched a new space,” Stephenson says. “We fully expect to see competitors entering this space in the soon. But the important thing is, our vision is to become the definitive global loyalty program for entertainment.”

He said the company is open to partnerships.

If you have not read it - take the time to ingest this great piece at PaidContent.org - Social TV And The Super Bowl: When Will Marketers Start Really Spending?

With big brands coughing up, on average, $3.5 million for a 30-second
Super Bowl commercial this weekend, Iskold said they’re “not yet eager
to spend TV-like dollars on the social media.” “We’re looking to digital
for a more meaningful way to engage with the consumer one on one,”
Pepsi Max brand team executive Sam Duboff told us.

Iskold added: “Everyone agrees this is valuable. We’re just trying to figure out how much value it has.”

For operators like Iskold, the value the Super Bowl represents is
more about user-base building. He said his company is expecting have its
highest usage ever this weekend, with more than 50,000 GetGlue users.
In last year’s Super Bowl, GetGlue couldn’t handle its traffic volume;
this year, the company has doubled its number of servers.

It wasn’t just Eli Manning and his New York Giants enjoying a
successful Super Bowl XLVI: data from InMobi revealed a surge in
consumer interaction with mobile during the landmark sporting event.

According to the Mobile Consumption Survey
by the largest independent mobile ad network, consumers significantly
used their mobile devices during the biggest advertising event of the
year, with more almost twice as many respondents using their mobile
devices during the first half of the game compared to the second half,
what it called a powerful take-away for advertisers and media planners.

In detail, nearly 40% of respondents used mobile devices in response
to TV ads—such as discussing commercials, getting more information about
an advertised product, or watching TV ads again—and 45% estimated that
they would spend 30 minutes or more on their mobile devices during the
game.

The Giant’s fourth-quarter victory help the Super Bowl become the biggest social TV event in history so far. Bluefin Labs
says it counted 9.3 million social media comments, surpassing the
previous all-time record high of 3 million held by the MTV VMAs. Trendrr
said this year’s Super Bowl had approximately 5X the social activity
over last year. The data is still coming in, and here’s our early crack
at the biggest social media moments of the Super Bowl…

Most-talked-about moment: There wasn’t a jaw-dropper
this year, but the game came down to the final moments, generating an
average of 10,000 tweets per second (peaking at 12,233) in the final
three minutes of the game, Twitter says. That surpasses Madonna’s
halftime show, which drove 8,000 tweets per second (peaking at 10,245)
over a five-minute period. Those are both English-language records for
Twitter, falling behind the all-time record of 25,088 tweets per second
in Japan.

The problem was in the experiences. I tweeted a couple of times
during the game, by using the Twitter app, which was native and easy to
do. The thought of launching another app, just to get something that
would enable be to tweet never even crossed my mind. In reality, most
of these apps actually got in the way of the experience. And
yes, while there was tons of tweeting and updates occurring, I’d lay
down a strong bet most of this was about people posting, not reading
what others were posting.

I also found the Super Bowl ads highlighted two major flaws in the ad experience. Shazam got a lot of pre-game buzz for all their ad partners.
Sounds cool in theory, but the experience is just plain lousy. First,
the commerical starts airing. Then, at some point in the middle of the
ad a little Shazam logo appears somewhere on the screen (I only noticed
it a handful of times personally). At this moment, the viewer must
grab their phone, turn it on, unlock it, switch to the Shazam app, and
then – and this is important – get everyone in the room to be quiet for
7-10 seconds. Great in theory, but this is not a good experience for any user.

Did you watch the Super Bowl last night? If so, did you Tweet or
Facebook about it? If you did, you helped make history. According to Bluefin Labs, last night’s game was the biggest social TV event ever recorded. It didn’t only beat last year’s MTV Video Music Awards’ record of 3.1 million social media comments, it crushed the record with a whopping 12.2 million social media comments.
Bluefin breaks down the social media activity surrounding the event into
three different infographics about the game itself, the commercials,
and the Halftime Show. Check ‘em all out...

About the Author

Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French.

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012.

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.